Marketing Plan for Kickstart

3512 WordsAug 5, 201315 Pages
Kickstart Marketing Plan Author: EcD BUS 620: Managerial Marketing Dr. Jan T. March 17, 2013 Introduction This paper presents a marketing plan for Kickstart, a new product launched February 25, 2013 from Mountain Dew and PepsiCo in the United States. PepsiCo is a beverage and snack company worldwide and Mountain Dew’s Kickstart is launching out “’a new way to do mornings’ with Kickstart, a fruit-flavored caffeinated Mountain Dew beverage” (www.kickstart.com). Kickstart is advertised to present an “alternative to traditional morning beverages – one that tastes great, includes real fruit juice and has just the right amount of kick to help them start their days" (www.kickstart.com). This plan analyzes Kickstart’s 4Ps…show more content…
(McRae, 2013). For Kickstart, these industry trends can be leveraged significantly. Climate Key Trends (PEST) In terms of the PEST Analysis, political factors (Finch, 2012; The Secret Marketer, 2011) suggest that there is little governmental regulations regarding the non-alcoholic beverage industry domestically. There is evidence to suggest that politicians and consumer advocacy groups have asked the U.S. Food and Drug Administration to investigate the safety of the high levels of caffeine in energy drinks for younger people (Choi, 2013) and that other companies are under investigation for these concerns but this does not present a barrier to the marketplace. Economically, soft drinks are not expensive and they are consumed by most everyone. The soft drink industry is not influenced significantly by economic influences. However, the raw materials used to create soft drinks and in juices like sugar, fruits and vitamins may affect production costs and PepsiCo’s costs of production and the profit margin (Finch, 2012). The distribution channel and transportation also affect the price of the product and the commercial tax rates can vary (Finch, 2012). Socially (Finch, 2012), people today are sensitive towards the content of advertisements. Taking this into account, PepsiCo is targeting the next generation of consumers, and they differentiate

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